A passion for better marketing Ernst & Young Marketing Conference Presentation
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A Passion for Better Marketing was the theme of the January 2011 Ernst & Young Marketing Team Conference that I was invited to speak at. This is the presentation that I gave to an engaged and lively ...

A Passion for Better Marketing was the theme of the January 2011 Ernst & Young Marketing Team Conference that I was invited to speak at. This is the presentation that I gave to an engaged and lively session where some of the big questions got asked - why are we different? How do we win? How can I make a difference?

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  • So the important point here is that context is immensely important.I believe that many of the principles of building brands are common across all industries. This is because they are based on the psychology of ideas and this doesn’t change across categories. However for me these principles are applied in a completely different corporate and consumer context which means that building financial services brands needs a very different approach that other categories. And so I’d like to spend the next few minutes exploring some of these differences in context in the building of financial services brands. But first I can see that after 40 minutes of presentations some of you are flagging so let’s start with a quiz.
  • So the important point here is that context is immensely important.I believe that many of the principles of building brands are common across all industries. This is because they are based on the psychology of ideas and this doesn’t change across categories. However for me these principles are applied in a completely different corporate and consumer context which means that building financial services brands needs a very different approach that other categories. And so I’d like to spend the next few minutes exploring some of these differences in context in the building of financial services brands. But first I can see that after 40 minutes of presentations some of you are flagging so let’s start with a quiz.
  • The strategic goal of marketing in many businesses is to create a differentiated position in the market that gives you competitive advantage through cheaper cost of sales or price premium for example. Of the many principles that we could consider this is perhaps one of the most fundamental. Actually I’m not sure this has been proven effective for the main stream brands in financial services. If we look at our banks for example. A highly consolidated and inert market with very little to split apart the businesses products, performance or promise. Certainly not enough to encourage mass switching to occur except maybe in those more liquid and more easily gamed products like credit cards. After the disaster of the past few years I would observe that even more than usual our large financial services providers have hunkered down removing any obvious claims to be different and creating a melle of red, blue and green in the middle.I wonder whether actually there is an important insight that comes from this – that in highly consolidated markets where products are complex and risky, where human interaction is the key lever to get right, that actually the main difference between financial services brands and other categories is that....
  • Financial services are delivered through people and are long term relationships. And people are much harder to manage than a shampoo formulation.This gives us a paradox - that despite the fact that financial services organisations are rational, numbers driven places, at the heart of their business is humanity. The humanity of people delivering the end customer experience and the human beings choosing to buy or not. And the impact of human based delivery is unique amongst mass market product categories. In this regard banking is still a professional service more akin to the lawyer or accountant. Despite the commoditisation and intermediation of technology into financial services the product experience is often made or broken by a human interaction whether that be through a call centre, branch or online chat. In financial services the brand should be something to get behind rather than hide behind

A passion for better marketing Ernst & Young Marketing Conference Presentation Presentation Transcript

  • 1. Ernst & Young Marketing Conference
    January 2011
    A Passion For Better Marketing
    Justin Basini
    www.basini.com www.i-allow.com
    © Justin Basini, 2011
  • 2. FEEL
    THINK
    DO
    © Justin Basini, 2011
  • 3. A Passion for Better Marketing
    1/31/2011
    A Passion for Better Marketing – Ernst & Young Conference
    © Justin Basini, 2011
    3
    My Better Marketing Goal is:
    I NEED TO DO:
    I NEED TO THINK:
    I NEED TO FEEL:
  • 4. COMMODITISATION
    GROWTH
    DIFFERENTIATION
    © Justin Basini, 2011
  • 5. 5
    © Justin Basini, 2011
  • 6. 6
    2,000% PREMIUM
    1p per 10g
    20p per 10g
    © Justin Basini, 2011
  • 7. COMMODITISATION
    There are no commodity markets, only commodity marketing
    © Justin Basini, 2011
  • 8. GROWTH
    In most markets growth has stalled which means the game has changed
  • 9. Hunting
    for growth opportunities
    Stealing share
    from competitors
  • 10. 10
    DIFFERENTIATION
    How important is it to be different?
  • 11. Different?
  • 12. The top 20% most differentiated companies account for 66% of the growth in the market
    20%
    56%
    Source: Deutsche Bank survey of the effect of brands and advertising on 50 global brands in 5 sectors, 2008
  • 13. Different?
    • Product
    • 14. Delivery
    • 15. Message
    • 16. Look & Feel
    • 17. Content
    • 18. Attitude
    • 19. Culture
    • 20. People
    • 21. Innovation
    DIFFERENT?
  • 22. 1/31/2011
    14
  • 23. FEEL
    THINK
    DO
    © Justin Basini, 2011
  • 24. THINK
    © Justin Basini, 2011
  • 25. THINK
    Become an intelligent business
    1
    2
    Spot and exploit trends
    Understand the customer experience
    3
    © Justin Basini, 2011
  • 26. 18
    © Justin Basini, 2011
  • 27. 19
    1
    Generate great content and ideas
    Make the content compelling – any place, any channel, any time, anywhere
    2
    © Justin Basini, 2011
  • 28. © Justin Basini, 2011
  • 29. 1/31/2011
    21
    © Justin Basini, 2011
  • 30. 1/31/2011
    22
    © Justin Basini, 2011
  • 31. FEEL
    ENERGY & MOMENTUM
    CREATIVITY
    © Justin Basini, 2011
  • 32. © Justin Basini, 2011
    © Justin Basini, 2011
  • 33. Momentum counts for a lot in professional services – how do you become the brand with momentum
    TIME
    Source: Deutsche Bank analysis of M&A advisory market 1998-2005
    © Justin Basini, 2011
  • 34. 1/31/2011
    26
    CREATIVITY
    © Justin Basini, 2011
  • 35. 1/31/2011
    27
    © Justin Basini, 2011
  • 36. 2007
    Change in Key Concepts in Financial Advertising and Branding
    Opportunity
    Expertise
    Security
    Vision
    Winning
    Reliabilty
    Leadership
    Simplicity
    Guidance
    Nurturing
    Family
    Challenge
    Performance
    Real
    Home
    Partnership
    Excellence
    Authenticity
    Aspiration
    Identity
    Service
    Togetherness
    Dedication
    Pride
    Trust
    Commitment
    Balance
    Character
    Growth
    Future
    Goals
    Connection
    Care
    Risk
    Loyalty
    Experience
    Innovation
    Faith
    Tradition
    Moderation
    Integrity
    Roots
    Stability
    Comfort
    Dreams
    © Justin Basini, 2011
  • 37.
  • 38. © Justin Basini, 2011
    © Justin Basini, 2011
  • 39. © Justin Basini, 2011
  • 40. © Justin Basini, 2011
  • 41. 2009
    Change in Key Concepts in Financial Advertising and Branding
    Security
    Expertise
    Home
    Opportunity
    Winning
    Reliabilty
    Vision
    Leadership
    Guidance
    Real
    Nurturing
    Challenge
    Performance
    Family
    Partnership
    Excellence
    Authenticity
    Future
    Service
    Identity
    Pride
    Togetherness
    Tradition
    Trust
    Dedication
    Commitment
    Balance
    Character
    Goals
    Aspiration
    Care
    Moderation
    Simplicity
    Connection
    Risk
    Loyalty
    Experience
    Faith
    Growth
    Dreams
    Innovation
    Roots
    Stability
    Integrity
    Comfort
    © Justin Basini, 2011
  • 42. © Justin Basini, 2011
  • 43. © Justin Basini, 2011
  • 44. © Justin Basini, 2011
  • 45. © Justin Basini, 2011
  • 46. © Justin Basini, 2011
  • 47. © Justin Basini, 2011
  • 48. © Justin Basini, 2011
  • 49. © Justin Basini, 2011
  • 50. THE NEED FOR SPEED
    DO
    © Justin Basini, 2011
  • 51. 43
    Time to market is 10% of what it was 20 years ago
    1
    Fast-prototyping
    Collaboration so ideas don’t get shot down
    2
    Clear, accountable, and demonstrable goalposts
    3
    © Justin Basini, 2011
  • 52. 1/31/2011
    44
    Get Engaged! Get Connected!
    Connected within the team
    1
    Connected with the strategy and brand
    2
    Compelling and passionate about what you can contribute
    3
    © Justin Basini, 2011
  • 53. © Justin Basini, 2011
  • 54. My first book out in June 2011
    Find it on Amazon (search Basini) and feel free to pre-order it!
    Thanks!
    © Justin Basini, 2011
  • 55. Ernst & Young Marketing Conference
    January 2011
    A Passion For Better Marketing
    Justin Basini
    www.basini.com www.i-allow.com
    © Justin Basini, 2011